This year’s survey drew responses from more than 15,000 self-identified LGBTs. The large sample size enables a closer look at any number of segments within the LGBT community. It also helps media outlets and others understand “how the LGBT community sometimes responds as one voice, or when demographic differences such as gender, age, and geographic residence are far more important,” according to a press release.

The survey, which took 15-20 minutes to complete, was conducted between April 15 and May 30, 2015. CMI made it accessible through a wide range of venues, including more than 200 LGBT websites, LGBT publications, social media, and the marketing firm’s partner organizations, such as film festivals, community centers and business associations.

During a 35-minute, August 25 webinar, CMI senior research director David Paisley explained that the survey is a “broad-based one that includes purchasing patterns of respondents and their participation and interest in the LGBT community. Because the survey’s respondents interact with LGBT organizations and media, these are the people you want to reach if you are doing an outreach campaign.”

According to the report, “By attracting large numbers of respondents, CMI is able to take a closer look at the many segments within [the] LGBT [community]. Obviously, the purchasing patterns and motivations of a 25-year-old single gay man living in New York City are completely different than those of a lesbian couple in their 60s living in Sedona, Ariz.”

This year’s survey results were categorized under five different headings, including identities, LGBT families, purchase preferences, media consumption, and social and political concerns. During the webinar, Paisley explained highlights and key findings.

Identities

One key finding from survey results in the identities category is that within the larger LGBT community, the terms used to express sexual orientation, gender identity, and cultural identity are changing. This trend is noteworthy among younger respondents and those identifying as women and gender expansive. For example, women are far more likely to say they are bisexual and queer than men. At the same time, gender expansive includes respondents who say they are transgender, trans men, trans women, intersex, non-binary, gender queer, and/or gender fluid. Respondents who say they are gender expansive are likely to define themselves with multiple terms.

“This information is not so important if you are marketing to Baby Boomers (born between 1946 and 1964), but it is important if you are marketing to Millennials (born between 1981 and 2001) and particularly to females because the definitions within LGBT groups, especially with the younger group, are changing rapidly,” said Paisley.

Another key finding is that “LGBT” remains the most popular term to describe the community among women and men, especially among bisexual and transgender respondents.

LGBT Families

In terms of where we live, gender makes a big difference, said Paisley, with “gay and bisexual men far more likely to live in urban America than lesbian and bisexual women,” according to survey results.

This information is important to know, he explained. “If your [advertising] campaign is targeted at the urban core, you are far more likely to reach men than women. If you have a more national approach, you will begin to reach men and women more equally.”

For Millennial men and women, a move to the big city is “less about being safe and moving to a friendly LGBT place,” said Paisley. It’s about two other things: “dating opportunities” and “economic opportunities.”

In other findings, gay and bisexual men are more likely than lesbian and bisexual women to define themselves as single, with lesbians and bisexual women far more likely to be married. For example, only nine percent of Millennial men define themselves as married compared to 22 percent of Millennial women.

For the most part, men and women report equal satisfaction with their current same-sex partner, with more than 90 percent of same-sex couples reporting satisfaction with their primary relationship.

And perhaps most interesting, an LGBT Baby Boom may be on the way, with 51 percent of Millennial men and 55 percent of Millennial women saying they desire to have children in the future. Currently, Generation X women (born between 1965 and 1980) are far more likely (31 percent) to be parents of a child under the age of 18 than Generation X men (six percent). “That’s a big difference,” said Paisley. But at least today, “The parent market is a women-driven market,” he said.

Purchase Preferences

CMI’s survey found overall economic confidence to be in the “positive to neutral area,” compared to years ago during the recession, Paisley said. In fact, the survey found that Baby Boomer LGBTs are more economically confident than Millennial LGBTs. Actually, Baby Boomer LGBTs are 10 percent more economically confident than Millennial LGBTs, “who are not benefitting from this economy as much as the Baby Boomers” who “are really rich,” he said. Millennials, he said, have unique challenges in finding jobs and paying off student loans.

A new set of questions in this year’s survey attempted to get at consumer/purchasing personality. “LGBT men and women are equally likely to describe themselves as online and mobile shoppers, as well as researchers/planner purchases,” according to CMI’s findings. And yet, “gay and bisexual men are far more likely than lesbians and bisexual women to describe themselves as impulsive shoppers, luxury shoppers, and brand name shoppers.”

Oddly enough, CMI also found that “gay and bisexual men report slightly higher 30-day purchasing rates on everyday consumer products compared to lesbians.” A few of the products include toothpaste and laundry detergent. Paisley offered one explanation for the difference. “The men are not buying such products more often,” he said. “They are just buying it less smart.”

Altogether, the results are meant to show that the male market is just as viable as the women’s market on something like toothpaste or laundry detergent, he said.

In this category, Paisley pointed to social media and the universality of Facebook usage across the demographic range. “LGBTs were the first to market with Facebook,” he said. “We’ve really been involved with it for a long time.”

But with “other social media, it becomes much more generational,” Paisley added. Instagram, for example, “is far more popular with Millennials than Baby Boomers.”

Usage of dating apps, he said, is also interesting. “Gay men are very strong on the dating apps, like Grindr and Scruff, while the women don’t really have an equivalent that has taken off within the lesbian community.”

In other findings, Paisley said, “Millennial gay and bisexual men are largely reached online. They certainly are reading some of the LGBT publications, but it’s smaller numbers than Generation X and Baby Boomers. Nonetheless, the regional publications [and] national magazines are very much read across the board within the LGBT community, but especially with older LGBTs.

“That is always something to keep in mind. With some products, like some financial services, you really ought to be targeting Baby Boomer men. And LGBT publications may be the perfect place to do that. If you are targeting Millennial men, maybe online is better.”

CMI’s survey results also found that attending LGBT Pride events is important, especially for younger LGBTs. Paisley noted that in “the qualitative research we hear that younger LGBTs like to go to Pride because it’s one place where the entire community is together — men, women, transgender community, young and old. Millennials really like that. So the reason they go to Pride is they like to see the full community, of all ethnicities all genders.”

“Attending Pride events is equally strong with the women’s community and men’s community,” said Paisley.

Social and Political Concerns

CMI has tracked these issues for some time. Accordingly, the survey asked about social and political issues of most concern.

“This is one thing where we are very different from the general population,” said Paisley. “If you ask theses things of the general population, economic issues, such as high taxes, unemployment, and government regulation come to the front.”

But for “our” community, “LGBTQ discrimination and anti-LGBT religious freedom legislation are much, much more important,” he said.

Reactions

Two LGBT community market observers offered their perspectives on the survey results.

“I find this year’s research is timely by slicing generations of LGBT consumers and households,” said Bob Witeck, president and founder of Witeck Communications. “It’s especially important for us to understand Millennial attitudes and insights, since by far they are establishing the market’s next significant trends.”

Based in Washington, D.C., Witeck Communications specializes in strategic public relations and marketing communications for corporate and non-profit clients. Witeck Communications has no fiduciary responsibility or connection to CMI.

“Community Marketing is helping to promote the gay and lesbian market,” said Todd Evans, president and chief executive officer of Rivendell Media, which publishes Press Pass Q. “Right now, the company is the only one doing that.”

Gary Lacinski, former publisher of the gay entertainment guide HX, has died of an apparent heart attack at the age of 53, according to a news story first reported by Edge Media.

Lacinski came to HX Magazine in the early 1990s and was largely responsible for the weekly's growth. He stayed with the publication until rival gay nightlife guide Next Magazine absorbed it in 2009.

Gary Lacinski

After HX, Lacinski worked with the Village Voice, Meridian Publishing, 1800Postcards, and AY Digital.

The New York Times obituary provided these details of his life: “Gary was born in Montclair, N.J., and was the son of Dolores and Frank Lacinski, both now deceased. He grew up in New Jersey with his twin brother Franc, younger brother Jeffrey and his older brother Mark (now deceased).

“He attended William Paterson College where he majored in communications and pursued his interests in acting and radio broadcasting. Once he received his degree, he forged a career in New York City in advertising at a number of agencies including Synchronal Media and Wunderman Worldwide. He continued his acting studies at HB Studios in Manhattan.”

His longtime partner Chris Pagoota survives Lacinski. They married in 2014.

"Such a generous, funny, smart human being passed over to the other side last night," wrote adult media personality Robin Byrd on Facebook Monday, according to Edge. "R.I.P. Prayers for his husband Chris Pagoota and Gary's family. Still very shocking to hear that he's gone."

"Sad to hear about the passing of Gary Vincent Paul Lacinski," wrote drag artist Cherry Jubilee on Facebook. "He was always a pleasure to work with when he headed the original and legendary gay party magazine HX."

"Condolences to his closest family and loved ones," DJ Corey Craig wrote, quoted by Edge. "His spirit will never leave me and continues to push me higher. We will miss you Gary!"

"I am so saddened by the loss of Gary Vincent Paul Lacinski today," wrote HX founder Matthew Bank on Facebook. "He was my righthand man, best friend, and ray of sunshine for over 20 years! Rest in peace. My sincerest condolences to Chris Pagoota and his family."

Rivendell Media's Todd Evans offered his thoughts. "Gary was a dedicated gay media professional. I worked with him for over 15 years while at HX, and he had the wonderful gift of gab which made him a pleasure to do business with. I always smiled when he called even if it was about a problem, for we both knew relationships are everything in business and especially the gay media business. We remained in touch professionally after he left HX, but now I wish I saw and talked to him more. He will be deeply missed."

Honey Lee Cottrell, a visionary photographer and filmmaker who pioneered lesbian erotica in the 1980s through her contributions to the women's sex magazine On Our Backs, died on Monday, September 21. She was 69. The cause was pancreatic cancer.

Cottrell revolutionized the female nude, validated women’s right to pleasure, and opened possibilities for women to see themselves and their desires in new ways through her engagement in a variety of feminist, artistic, and sex education projects.

Cottrell studied at the National Sex Forum and was a member of San Francisco Sex Information in the 1970s. She co-authored “I Am My Lover,” a 1978 feminist book celebrating masturbation that she created with Joani Blank and Tee Corinne. She was an early member of the Gay & Lesbian History Project in San Francisco.

Cottrell was one of the “core four,” along with Debi Sundahl, Nan Kinney, and Susie Bright, who gave On Our Backs its style and success. When the magazine started in 1984, she proposed a “Bulldagger of the Month” centerfold for the first issue. She explained that the idea was “to stand this Playboy centerfold idea on its head from, I would say, a feminist perspective. … What would I do if I was a centerfold and how can I reflect back to them our values?” Her idea was not to be “the regular kind of centerfold, but something that will make a difference, shake people up, show the other side of the mirror.” Cottrell was a contributing photographer to the magazine for seven years.

She photographed her lovers and friends and documented queer and kink cultures for decades with her first camera, a 35 mm Nikkormat. She was exacting and precise in the photographs and collages she created, as well as in her dark room work. She studied with Ruth Bernhard, who invited Cottrell to be her printer. In addition to “I Am My Lover” and On Our Backs, her still photography has appeared in publications including The Blatant Image, Coming to Power, Sinister Wisdom, and Nothing But the Girl.

Honey Lee Cottrell (Photo courtesy of Kim Corsaro)

Born in Astoria, Ore., in 1946, the oldest of two children, she grew up in Michigan. After completing a year at Michigan State University in 1964-65, Cottrell worked at the Technicolor photo processing lab.

As she later discovered, a number of lesbians were working there, having discovered it was a fairly safe place for butch women to work. Cottrell was invited to visit one of these women, Harriet DeVito, who had moved to New York City, and then ended up driving across country with her to California in 1966. Along the way, she discovered what her feelings for women meant to her, and DeVito became her first lover.

Once Cottrell arrived in San Francisco, she made it her home and became deeply involved in the creative lesbian community of artists, photographers, and filmmakers in the Bay Area, as well as the progressive sex education activists. She opened her apartment on Bessie Street to friends and artists, helping find jobs and shelter for people in need.

To support her artistic work, Cottrell worked in two unions. As a member of the Marine Cooks and Stewards, she was able to fulfill her dream of travelling to the South Pacific where her father Duane Cottrell had served in WWII. She worked as a banquet waiter in the Hotel and Restaurant Employees Union in the 1980s and ‘90s, retiring in 2012. A proud union member, she walked many a picket line protesting the mistreatment of workers, especially recent immigrant populations working as room cleaners at San Francisco hotels.

Cottrell loved the outdoors and studied herbal medicine, native plants, and botany. With this perspective, and perhaps with her photographer’s training to notice interesting small moments of daily life, she went through her illness and death with a combination of butch swagger and serenity, a confidence that everything would be all right. She continued to direct photo shoots and art installations.

In addition to her daughter Aretha Bright, her mother Patricia Cottrell, and her brother Michael Cottrell, she is survived by her life companions Melinda Gebbe, Amber Hollibaugh, and Susie Bright.

Los Angeles-based Frontiers Media is active in digital, mobile, streaming video, print and outdoor signage, and is perhaps best known as the publisher of the gay lifestyle magazine Frontiers, which has earned awards since its relaunch in 2014. The company also brings a lively events business to the table with its active role in Style Fashion Week in Los Angeles, the LGBT film festival Outfest, Gay Days Anaheim at Disneyland, and its annual same-sex wedding expo.

Florida-based MMP is “a multimedia technology and publishing company that integrates print media with social media, and related online platforms, to deliver information and advertising to niche markets,” according to a press release.

Earlier this year, MMP purchased Next Magazine, New York’s leading weekly gay nightlife and entertainment publication, as well as FunMaps, a 33-year-old LGBT travel and leisure publishing company.

Multimedia Platforms, Inc.,
CEO Bobby Blair

The most recent purchase gives MMP an expansive reach within the key LGBT markets of New York, California and Florida, spanning five brands which include Florida Agenda, Frontiers Media, FunMaps, Guy magazine and Next magazine.

MMP CEO Bobby Blair noted that the acquisition of Frontiers Media gives MMP roots on the West Coast and an entry into the entertainment industry.

With the new acquisition, MMP will have two divisions, one focused on print publishing, the other on online media. Current president and group executive publisher Peter Jackson will continue to lead the company’s publishing operations.

Michael Turner, Frontiers Media’s current president and CEO, will become president of MMP’s digital media. Rounding out the executive management team are Kevin Hopper, vice-president of operations and publisher of Next New York; Maura Lane, vice-president of sales; Emily Stokes, corporate circulation director; and Dennis Dean, corporate creative director.

New to the team is Tristan Schukraft, who will serve as vice-president of marketing and publisher of the new Next Los Angeles magazine. Veteran magazine editor Owen Phillips, who has led Frontiers Media’s editorial transition, will advise on content across all platforms.

“It’s an incredible time to be serving the LGBT community as the business world recognizes the power of this influential audience,” said Turner in a press statement. “I’m proud that we’ll be able to vastly expand the reach of our content — which is produced by some of the most talented and respected writers, editors, designers, producers and photographers in the industry.”

“We are creating a first-of-its-kind media company which will have global reach and influence,” said Jackson in a press release. “This acquisition represents a multimillion dollar investment in digital media development to provide the LGBT community with news, opinion and entertainment across a wide variety of delivery formats, anywhere and at anytime.”

Media observer Cathy Renna, managing partner at the LGBT marketing group Target Cue, told the New York Observer that MMP’s acquisition shows that LGBT media is still relevant.

“Anytime we see investment in LGBT media, that’s a good thing, Renna said. “LGBT media continues to be very under-resourced and not as successful as it could be, because investments in that kind of niche media has been decreasing. But the community media is still vitally important.”

LGBT media is undergoing yet another merger as Q. Digital announced on Sept. 29 a consolidation of its online properties GayCities and Queerty with new acquisitions of LGBTQ Nation, Dragaholic, and Bilerico.

According to a press release, the move allows Q. Digital “to become the single leading independent digital media company serving the LGBTQ community. The merger and rebranding provides advertisers a means to engage with the LGBTQ community at unprecedented scale through custom executions, branded content, and live events.”

"This is an exciting time for the LGBTQ community. As we've made major strides toward equality, ever larger audiences are turning to trusted voices in LGBTQ media. Marketers are now realizing the huge opportunity to connect with Q.Digital's social, affluent, and brand-loyal audience," said Scott Gatz, Q.Digital CEO, in a statement.

Q. Digital, formerly known as GayCities, Inc., is a city guide for LGBT consumers, with reviews of hotels, restaurants, gay bars and nightlife, and cultural offerings in more than 200 cities globally. Queerty covers a range of news, entertainment and lifestyle topics and was founded in 2005 and acquired by GayCities Inc. in 2011.

Among the newly acquired media outlets, LGBTQ Nation covers LGBT news, including politics, legal issues, and advocacy. Dragaholic, focuses on the busy drag queen community while Bilerico Project is a community of LGBT bloggers focused on political advocacy.

GayCities, Queerty, and LGBTQ Nation will remain standalone properties, while Dragaholic will become a channel on Queerty. Bilerico Project will become a channel on LGBTQ Nation.

Geographic coverage area: Distributed at over 150 locations throughout Fort Lauderdale and a growing number of locations in Miami

Year founded: 2009

Physical dimensions of publication: 6” x 9”

Average page count: 96 pages

Key demographics: Gay men throughout South Florida aged 21-45

Print run: 4,000 per week

*****

PPQ: What part of Guy Magazine is the most popular?

Managing Editor Diego Wyatt: The community picks up Guy to find out the who, what, when and where. As such, our calendar section, cover stories and nightlife photos are the most popular sections.

PPQ: Who came up with the name and what is the inspiration for it?

Wyatt: The naming was a result of an internal contest. Guy was chosen as it truly encompassed what Guy is all about, everything the gay guy cares most about: style, fitness, music, dining, nightlife and travel.

PPQ: What one change to the magazine would you like to make?

Wyatt: We are constantly improving our content. With our 300th issue, we introduced several noticeable improvements, and now we are focused on bringing our print readers a unique online experience with the same diverse range of subjects all served up with intelligence and sexy photography.

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PPQ: Do you see yourself as an “activist journalist'? If so, in what way?

Wyatt: As the managing editor, I do not consider myself an activist journalist; however, I see myself as an activist and a journalist. Professionally, I try to keep my personal and political beliefs apart from the pieces that I write — unless, of course, it is an opinion piece.

PPQ: What's the most surprising feedback you've received from a reader?

Wyatt: Our most recent design and content changes have generated lots of positive comments, but the most rewarding feedback came from a reader who is a gay-identified transgender man. He was so grateful to Guy for writing a cover story on [bodybuilder and Men’s Health cover model contestant] Aydian Dowling, for this was the first time he saw someone like himself on a magazine cover that didn’t have “trans” splashed across the picture.

PPQ: What advice would you give for anyone who may want to launch their own gay publication?

Wyatt: Do your homework. There are many LGBT-focused publications on the market. It’s important to present information in a different way — a way that can be appreciated by many different people. Also, stick to your guns. It’s easy to get caught up in what everyone else is doing, but when you are original, something really special can happen.

About Press Pass Q

Rivendell Media publishes Press Pass Q, the only trade publication for professionals working in LGBT media. Now published in blog format, Press Pass Q includes news and commentary about issues and trends in the LGBT media industry.